A survey of smartphone users and the potential impact of smartphones on Ireland's economic recovery.

1. The Smart Future
An Amárach Briefing
May 2011
© Amárach Research
The Smart Future 1

2. The Smart Future
World’s First Smart Phone
http://www.retrocom.com/bellsouth_ibm_simon.htm

3. The Smart Future
1. About Amárach
insight + foresight
2. The Social Explosion
all together now
3. The Smart Future
next wave capitalism

4. The Smart Future
1. About Amárach
insight + foresight

5. The Smart Future
We are an independent market research
agency, providing a full range of research
services to our Irish and international
clients. We have worked with two thirds of
Ireland‟s top 200 companies. Every year
we survey over 100,000 people at home
and abroad, as well as running hundreds
of focus groups.
Our experienced team of directors and
executives manage online, face-to-face
and cati surveys; as well as qualitative
research including focus groups, in-depths
and ethnographic studies. We also offer a
unique field-only service to universities and
international agencies.
Amárach Research is proud to be:

6. The Smart Future
2. The Social Explosion
all together now

7. Tipping Points
Year in which technology used by majority of Irish adults for first time:
Home PC Broadband Smartphone
landline 2005 2009 2012*
1980s 1990s 2000s 2010s
Internet Facebook
2007 2011*
Mobile
2000 * Amárach forecast
The Smart Future 7

8. Smartphone Inflection
The Smart Future 8

9. Approaching the Tipping Point
The Smart Future 9

10. Smart Ireland
Online survey of 844 Irish mobile phone users in May
2011, including 311 smartphone users
(= 37% of all with mobile phone)
Q. “Is your mobile phone a „smart phone‟, i.e.: one you can use to surf the
internet, download apps etc? (E.g.: Apple iPhone, BlackBerry, Nokia N &
E series, HTC, Samsung and certain other types of touch phones etc)”
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11. Mind The Gap
Smartphone Penetration in Ireland
47%
55%
63% 63% 66% 67%
71% 73%
53%
45%
37% 37% 34% 33%
29% 27%
All Male Female 15-24s 25-34s 35-44s 45-54s 55+
smartphone standard phone
Source: Amárach Research, May 2011
The Smart Future 11

12. Smartphone Handsets Market Share
Smartphone users have had a mobile phone for over 12 years (any kind),
slightly longer than average user (11 years).
The average smartphone user has had a smartphone for 12 months
(Blackberry users for 22 months!)
* all others
NB: caution using data as small sample for HTC & Blackberry users
The Smart Future Source: Amárach Research, May 2011 12

13. Smartphone User Profiles
Apple iPhone: consistent with total smartphone market
profile, more male than female, 25-34 bias
Nokia: stronger male bias, and older age profile -
especially over 45s
Samsung: strongest female bias, and youngest age profile
– especially 15-24s
Blackberry: strongest male bias, strongest bias towards
25-34s, highest bias towards ABC1s, highest % with
Masters degrees!
Source: Amárach Research, May 2011
The Smart Future 13

14. Surfing the Web
34% of smart phone users surfs the web on their
smart phone when there‟s a pc/laptop nearby ...
every day (only 1 in 4 never does this)
* all others
Source: Amárach Research, May 2011
The Smart Future 14

15. The Smart Future
Social Media Timeline

16. Facebook users in Ireland*
Only Connect
May 2011:
1,937,000
May 2009:
64% of internet users
627,000 42% of Irish adults
The Smart Future 16
* socialbakers.com

17. Most Used Smartphone Apps
Social network apps: 56% of all smartphone users, strong
female bias, higher among 15-24, higher for iPhone & HTC
Map/travel apps: 41% of all smartphone users, stronger
male bias, higher among 35-44s, higher for iPhone users
News apps: 37% of all smartphone users, stronger male
bias, higher among 25-34s, higher for iPhone users
Music apps: 34% of all smartphone users, stronger male
bias, higher among 15-34s, higher for Samsung & HTC
Gaming apps: 28% of all smartphone users, slight male
bias, higher among 25-34s, higher for iPhone users
Source: Amárach Research, May 2011
The Smart Future 17

18. New App Downloads (past month)
Average smartphone owner has downloaded 4.8
new apps in the past month
Downloaders more likely to be male/25-34
* all others
Source: Amárach Research, May 2011
The Smart Future 18

19. The Smart Future
Sources of information about Apps:
W.O.M.
web
adverts
83% of smartphone users are on Facebook
25% of smartphone users use twitter

20. Smart Ads
27% of smart phone users have clicked on an
advertisement on their smart phone (whether
online or in an app)
More likely to be male/15-24s
* all others
Source: Amárach Research, May 2011
The Smart Future 20

21. The Smart Future
3. The Smart Future
next wave capitalism

22. The Smart Cycle
The Smart Future 22

23. Hard Choice
Which would you choose if you had to choose between having
a smartphone or having a laptop (with internet access)?
% choosing their smartphone:
* all others
Source: Amárach Research, May 2011
The Smart Future 23

24. Economics Will Still Drive Uptake
The Smart Future 24

25. Smart Recovery:
smartphones will drive consumer spending
* ESRI forecasts
The Smart Future 25

26. mCommerce
mCommerce 2012
= €800m in Irish
consumer market terms
The Smart Future 26

27. Who Will Fill The Gap First?
Smartphone Penetration in Ireland
47%
55%
63% 63% 66% 67%
71% 73%
53%
45%
37% 37% 34% 33%
29% 27%
All Male Female 15-24s 25-34s 35-44s 45-54s 55+
smartphone standard phone
Source: Amárach Research, May 2011
The Smart Future 27

28. The Smart Future
Social Technology is going through its Cambrian Explosion
The
Cambrian
Explosion
The
Social
Explosion
(TSX)

29. The Smart Future
The consumer spending pie is
back to the size it was in 2006 (not
1986!)
When the economy recovers next
year things will not go back to
„normal‟.
Key features of the consumer
landscape have changed
irrevocably, driven by major
technology inflection points
(broadband, social networks and
smartphones).
New patterns of consumer
transactions, communications and
trust formation will emege.
Next wave capitalism will be
driven by The Social Explosion.

30. The Smart Future
Amárach has launched a revolutionary new
research programme:
TSX
the social explosion
To equip businesses, agencies and other
organisations that need to track, monitor
and manage their response to the multiple
inflection points now ahead of us in Ireland.
For more details contact:
Gerard O’Neill Chairman
Sean Nolan Associate Director
or Anita Mullan Snr. Research Executive
t. 01 410 5200
e. info@amarach.com
w. www.amarach.com
b. www.amarach.com/blog
tw. twitter.com/AmarachResearch